Title ユーザーとの協働によるイノベーションとマーケティ ングの融合
Contents
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3. 5 2
4. 4
5. 0
6. 2
7. 1 crowd sourcing Howe 2008
8. 2
9. 1 2 1 2
10. 2 4 1 2011 2 1 1 1 i http uniqlooks uniqlo com 2011 2 1
11. 2 3 4 5 2 2011
12. 3 2
13. 9 4 3 1 2
14. 3
15. 5 2 2030 2009 6 6 BC
16. 2
17. 11 12 simultaneity inseparatability intangibility heterogeneity perishability 13 Gershenfeld 2005 70 14 2005 8
18. amp VMD VMD SNS 2013 12 12 3000 3 5000 2013 4 2013 5 14 2012 2 8000 20 40
19. Page 2007 1
20. 2013 3 UT UT UT CAMERA UT UT CAMERA 1100 T 5
21. SNS
22. SPA Know How
23. EC 4 1 EC POS EC 7 1
24. 3D von Hippel 2005
25. Schumpeter 1934 2 2011 18 20 40 2
26. 30 3 50 66 Ro 2011 33 14 2010 2006 194 ES 6 1 14 2010 57 4 6 19 2 2013 6 44 6 2011 10 17 62 4 MJ 2012 1 25 2012 5 11 2013 8 14 2013 5 14 2013 6 21 Facebook UNIQLOOKS WEB
27. 2 3 Pine and Gilmore 1999 4 2011 51 5 2011 53 6 2011 51 7 2011 52 8 2011 61 9 2011 61 0 von Hippel 1994
28. 2011 61 SPA 2012 12 28 25 26 27 Christennsen C M and M E Raynor 2003 The Innovator s Solution Harvard Business School Press 2003 Drucker P F 1954 The Practice of Management New York Harper amp Row 2006 Gershenfeld N 2005 FAB The Coming Revolution on Your Desktop From Personal Computers to Personal Fabrication New York Basic Books
29. 2 2011 Christensen and Raynor 2003 Kim and Mauborgne 2005 3 Pine and Gihmore
30. gt Web
31. lt nifty http business nifty com articles inside 110606 http ceron jp url business nifty com articles inside 110606 Interbrand Japanm s Best Global Brands 2014 TOP30 TOP30 http prtimes jp main htmlrd p 000000047 000000092 html Japan s Best Global Brands 2013 Interbrand http www interbrand com Libraries Articles Interbrand_JBGB2013_JP_130213 sHD ashx The Emerging Middle Class in Developing Countries Kharas H 2011 Brooking Institution http siteresources worldbanK org EXTABCDE Resources 7455676 1292528456380 7626791 1303141641402 7878676 1306699356046 Parallel Sesssion 6 Homi Kharas pdf PR http www shopbiz jp ntnews 84798 html http business nikkeibp co jp article interview 20130711 250992 2P 1 2014 3 23
32. 2006 Gobe M 2001 Emotional Branding The new Paradigm for Connecting Brands to People Allworth Press 2002 Howe J 2008 CROWDSOURCING Why the Power of the Crowd is Driving the Future of Business Crown Business 2009 Kim W C and R Mauborgne 2005 Blue Ocean Strategy How to Create Uncontested Market Space and Make the Competition Irrevant Harvard Business School Press 2005 Page S 2007 The Difference How the Power of Diversity Creates Better Groups Firms Schools and Societies Princeton University Press BP 2009 Pine B J and J H Gilmore 1999 The Experience Economy Work is Theater amp Every Business a Stage Harvard Business School Press 2005 Schumpeter J A 1934 The Theory of Economic Development An Inguiry into Profit Capital Cre
33. 29 5 SPA Know How
34. 23 2012 6 2013 6 2 T EC 24 20 60 1030 5000 2010 a shared context in motion 106
35. 1 2 3 3 CM 4 VMD 5 46
36. Interbrand 4 160 2012 3 634 100 GAP3 920 2011 3 13 23 14 GAP 2 86 5 ZARA 8 18 14 H amp M 2 1 10 Interbrand 3 Khara 2011 2005 1 10 100 145 2009 525 28 2030 3 228 66
37. 3 SPA 1 SPA 1985 GAP LIMITED 2 SPA 1995 15 16 17 18 19 20 21 22 ZARA HK amp M SPA Specialty store retailer of Private label Apparel Made For All Power of People to People
38. 8 8 7 4 2 1
39. 500 amp 3000 2014 2 Hottest 11221
40. 1999 Schmitt 1999 Gobe 2001 2011
41. Tite HHHHHUHHHHHHHHHHHHHHHHHHH UUUUD Author s Citaton 13 47 61 Issue Date 2015 02 27 URL http hdl handl e net 10748 7099 DOI Rights Type Departnental Bulletin Paper Textversion publ i sher TOKYO METROPOLITAN UNIVERSITY http www tmu ac jp 0000000000000 13 2015 2 47 61 Abstract This study sets out to investigate how an online community may be used as a tool to facilitate value creation between a company and its users or among its users and contribute to fusion of innovation and marketing The study uses UNIQLO as a case due to the engagement of its users throughout the world and the role they are considered to have played for development of that brand value these years In relation to the sharing and management of knowledge embedded in the individuals and community it is found that the UNIQLO case exemplifies how competitive advantage may be realized through this company community interaction 1
42. dit Interest and the Business Cycle Harvard University Press 1977 Vargo S L and R F Lusch 2004 Evolving to a New Dominant logic for marketing Journal of Marketing Vol 68 1 pp 1 17 von Hippel E 1994 Sticky Information and the Locus of Problem Solving Implications for Innovation Management Sc7e72ce Vol 40 4 pp 429 39 von Hippel E 2005 Democratizing Innovation MIT Press 2006 2010 57 4 20 32 2006 39 3 4 18 2011
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